wen|paicaijing luoli 

“shenchuanshizuniao，lululemon，jiaocaisalomon”，beishizuoxinzhongchanhuwaibiaopeichuanda。xinnianyishi，shizuniaofashoudeyikuan“longnianxianding”chongfengyi，yin“yiyinanqiu”beichaoshangleresou。

zaiershoujiaoyipingtaishang，zheikuanyuanshishoujia8200yuandeshizuniao“longnianxianding”yijingbeichaodaole12000yuanyishang，#shizuniaolongnianchongfengyichaodao12000yuan#chongshangweiboresou。

weilemaidaozheikuan“longnianxianding”，yourenbuxiqigedazaozaixianxiamendianpaiduisangeduoxiaoshi，zhiweidiyishijianqiangdaozheijianjiazhibufeidechongfengyi。erzaishejiaomeitipingtaishang，yebufayouhenduozhiyisheng，“chaodaozheimegaozhenshibutailijie，qianshidafenggualaidema？”gengyouwangyouxilipingjiacheng“chuanzhequsongwaimaime？”

“haideshiantahuiyingxiao”，huwaiyundongaihaozhealexshuo，“suiranwoyeshi‘niaoren’danshizheijianlongnianxiandingwoyoudiankanbudong，pinpaiyijiataiyanzhongle。dajiabuhuiyiweichuanshangshizuniaojiunengchengweixinzhongchanleba。”

zaonianshizuniaozaiquanqiuzhuanyehuwaiyongpinlingyulixiaofanweixiangyoushengming，zuidingjidecailiao、qingliang、naiyong、fangshuitouqidejizhixingnenghejijianmeixuedesheji，weiqidailailezhuanyekoubei。danzaihenzhangyiduanshijiandouyinmingqibuda，maidetaigui，youbusuanhaokan，zhinengzaizhuanyehuwaiwanjiaquananliuyongdong。shizuniaomugongsiyamafenzhaogushuzhongxianshi，2018nian，shizuniaozaidazhonghuaqujinyou1.4wanminghuiyuan。

01 疯狂的始祖鸟

7000yuanyijiandechongfengyi，9000yuanyijiandehuaxuefu、2wanyuanyijiandeyurongfu，pingjiezhefanxianglaliansheji、naiyongxingnengdengyoushi，shizuniaobeisuzaochengweihuwaipinpaide“aimashi”，chengweilezhongchanxinchong。

shizuniaozheigufengshiruhezaizhongchanjiecengguaqilaide？

jinliangnian，huwaiwenhuazaizhongchanquancengshengxing，feipan、luyingdengxiaozhonghuwaiyundongzhujianzourudazhongshiye，xianqileyigu“shanxifengchuanda”，gongzhuangchenshan、dengxinrongzhangku、chongfengyiwaitao，zaipeishangyishuangdahuangxue，chengweixingzouzaidoushijiandechaoliuchuanda。

beichengzuo“huwaijieaimashi”de“shizuniao”pingjiezhechongfengyizouhuoshejiaomeitipingtai，bingchengweizhuiqiuchaoliunianqingrendeshejiaohuobi。zaishejiaomeitishang，bushaorenshaichuzijide“shizuniao”bingzicheng“niaoren”。

zaixiaohongshushangsousuo“shizuniao”xiangguanbijiduoda27wan+，“shizuniaochuanda”dexiangguanbijiyegaoda9wan+。

shizuniaode“poquan”，zhishangerxia。

weilegengtiejinzhongchanguizudeqizhi，dazao“huwaiyundongshechipin”debiaoqian，shizuniaozaixianxiamendianxuanzhishangxiazugongfu，gendingjianshechipinpinpaizuolinju，ruzhushehuajiudianzhangxianpinwei。dangqian，shizuniaozaiguoneiyijingyongyoule114jiamendianjijingxiaodian，zhiyingmendianbianbuguoneichaoyixianheyixianchengshidehexinshangquanhuoshichengshidibiao、jingqufujin。

2020nian，shizuniaozaishanghaikaishelequanqiuzuidaqijiandian—shizuniaoaerfazhongxin，linjushiaimashihetiffanyneidizuidaqijiandian。

shizuniaohaijiangshoujia“shandiketangmendian”kaidaoleyunnandiqingzangzuzizhizhouxianggelilashibeibuhaiba3380midekenacun，zheiliyouzuidingjiandezangshishehuajiudian — songzanjiudian，keyiyuantiaosongzanlinsi，fukanshandingbaixue，shitubuaihaozhechaoshengdeleyuan。zaisongzanjiudiandeshizuniaozhuanmaijutai，yijianhuwaidanpindongzheshuqianshangwanyuan。

erweiledakaizhimingdu，shizuniaozi2020nianlaibuxichizhongjinxianhouqianyuelechaomoliuwen、baijingtinghelixianzuoweipinpaidaiyanren，zaiguowaishizhuangzhouzaoshi，changshiyuchaopailianming，tongguozuzhihuwaihuodong，julonggengduonianqingqiexiaofeinengligaodeshishangrenqun。

zai2020nianbalishizhuangzhoudelvqiudongnanzhuangbimushishang，chaopaioff-whiteshejishivirgil chuanshangletiankonglanpeisedeshizuniaoalpha svchongfengyizouttai，chengweidangwanxiuchangdeyidaliangdian，huosuweishizuniaotieshangleshishangchaopaibiaoqian。

bujinchaopaishejishiaichuan，lian“xiaolizi”、lululemonchuangshirenchip wilsonyefenfenshishizuniaodeshouzhongqunti，guonei，wanghongceosouhuzhangchaoyanggengshishizuniaodekuangreaihaozhe。

zaimingxing、mingrenxiaoyingdaidongxia，shizuniaochengweilebushaonianqingrenxinzhong“jingyingzhongchan”deshejiaohuobidaibiao，yeweinianqingrenzaoleyichang“zhongchanmeng”，chuanshangshizuniaochongfengyifangfojiulijingyinghedalaomengengjinleyibu。

gengtiejinxiaofeizhedekolquntizhong，shizuniaoyexialebushaokugong。2022nian，zaitiktokshang，yiweiwangyouchuanzheshizuniaochongfengyilinyuerneichenyijiuganzaodeshipinbeifengchuan，yinfadaliangdechuanbomofang，yi“shizuniaolinyutiaozhan”weihuatixingchengleyigugenfengchaoliu，shipinneirongshichuanzheshizuniaochongfengyizhanzailinyupentouxiamianchongshui，yiyingzaozaihuwaihuanjingxiayudaoxiayutianqidefenwei。

zaiduoxianbingxingdeyingxiaocelvexia，shizuniaozuizhongwanchengle“chuquan”。daole2023nian，shizuniaohuiyuanshushixianlebaofashizengzhang，jiezhi2023nian9yue30ri，huiyuanshuyijingzengzhangzhi170wanming。zaizhaogushuzhong，yamafenduociqiangdiaozhongguoshichangdejiazhi，zi2019nianyilai，shizuniaozaidazhonghuaquziyoulingshoumendiancong32jiazengzhi63jia，zhanjuqiquanqiumendianshujinyiban，chaoguobeimei（48jia）、ouzhou（6jia）heyataiqitadiqu（21jia）mendianshuliang。

rujin，dazhonghuaqushichangyichengweishizuniaoheyamafenjinnianlaizhongdianbujudeduixiang。jiezhi2023nian9yue，shizuniaozaidazhonghuaquyingshou4.53yimeiyuan（yue32.5yiyuan），zhanpinpaiquanqiushourudejinyiban，zhanyamafendazhonghuaqushourudejinbacheng。

02 始祖鸟难复制

shizuniaobingfeiyamafentiyuyongyoudeweiyipinpai。yamafentiyuzhuyaofenzhuanyefushi、huwaixingnengheqiuleiyundongsangexifenyewu，chulegaoduanhuwaizhuangbeipinpaishizuniao（arc'teryx）wai，qixiahaiyoufaguoshandihuwaiyueyepinpaisaluomeng（salomon）、meiguowangqiuzhuangbeipinpaiweierxun（wilson）liangdahexinchanpin。

zuoweiyijiazhuanyehuwaiyundongpinpai，yamafendeyejigongxianzuidadeshihuwaizhuangbeibumen，2023nianqiansanjidugaibufenyewushixianshouru11.44yimeiyuan；zhanbi34.16%dekejifushibushouruwei10.43yimeiyuan；qiuleiyuqiupaiyundongbushouru8.66yimeiyuan，zhanbi28.37%。

zaiyamafenshourugouchengzhong，shizuniaosuozaidekejifushibuzai2023nianqiansanjiyi58.27%detongbizengsu，chengweihexinzengzhangyinqing，ciwaisaluomengsuozaidehuwaizhuangbeibu、weiershengsuozaideqiuleiyuqiupaiyundongbu，zengsufenbiewei26.76%he9.87%。

shizuniaodaidongxia，yamafendazhonghuaqujinjinianlaichengweileshouruzengzhangzuikuaideshichang，2020nianzhi2022nian，dazhonghuaqushourucong2.02yimeiyuanzengzhi5.24yimeiyuan，fuhenianzengzhanglv60.9%，zengsuyuanchaogongside20.4%。2023nianqiansanjidu，dazhonghuaquyingshoutongbizengzhang67.6%，tongyangchaoguogongsiyingshouzhengtizengsu。

zaishizuniaoshenshangchangshidaotiantouhou，yamafenshitujiangqicelvetaoyongdaosaluomengpinpaishang，tuozhanxianxiamendian，youhuaxianshangqudao。zai2023nian，saluomengshouruzhanbishixianlefanbeizengzhang，cong2022niande4.8%zhangzhi9.6%。

raneryouyupinleibutong，shizuniaodechenggongbingbunengwanquanzaiqitachanpinxianshangdeyihenhaofuyong。zaichanpinceyihexinyueyepaoxieweizhudesaluomengdexiaofeichangjingyaoyuandiyuchongfengyi，zaixiaoshouqudaocelveshang，saluomengheweiershengyeyijiubaochilejingxiaoshangweizhu。

zhideyitideshi，jinguanyamafendazhonghuaqushouruzengsujiaokuai，dancongzonggongsishourugongxianzhanbilaikan，jinyou19%fenededazhonghuaqushichang，hennanchengqizhenggeyamafendeyingshou。

lingwaizhideguanzhudeshi，yamafentiyuzai2019nianbeiantajituanqiantoudecaituanshougouzhuanxinghou，yejijiasuzengzhang。2020nianzhi2022nian，yamafentiyushourufenbiewei24.46yimeiyuan、30.67yimeiyuan、35.49yimeiyuan，zongshouruchao90yimeiyuan，2021nianhe2022nianyingshoutongbizengfufenbiewei25.39%he15.72%。

danzongtishangkan，yamafenrengweishixianniukui。

2020nianzhi2022nian，yamafenjingkuisunleijichaoguo6yimeiyuan，fenbiewei2.37yimeiyuan、1.26yimeiyuan、2.53yimeiyuan，diaozhenghouebitdafenbiewei3.11yimeiyuan、4.17yimeiyuan、4.53yimeiyuan，2021nianhe2022niantongbizengfufenbiewei34.08%he8.63%。

2023nianqiansanjidu，yamafenshixianyingshou30.53yimeiyuan，jingkuisun1.14yimeiyuan，jiaoshangniankuisunjinyibukuoda。quannianlaikan，genjuyamafenzhaogushugengxinshujuxianshi，2023nianyamafentiyuyujishouyida43.53yiyuanzhi43.63yiyuan，yujitongbizengzhang22.7%zhi23.0%。2023nianjingkuisunyujiwei-2.34yiyuanzhi-2.04yiyuan，yujikuisuntongbishouzhai7.4%zhi19.3%。2023nianjingdiaozhengeditdayujiwei5.97yiyuanzhi6.07yiyuan，yujitongbizengzhang31.8%zhi34.0%。

beishougouhou，yamafendemaolilvyizhizengzhang，2020nianzhi2023nianqiansanjidu，yamafendemaolilvfenbiewei47%、49.1%、49.7%，52.2%。

danyuantatiyuyijiqixiayifilaweidaibiaodeqitapinpaixiangjiao，maolilvbingbusuangao。2023nianshangbannian，antatiyuzhengtimaolilvwei63.3%，qizhonganta、filajisuoyouqitapinpaidemaolilvfenbiewei55.8%、69.2%he73.4%。

03 安踏寻求下一个“FILA”

ziantashougouyamafenyilai，yamafenzaizhongguoshichangfazhanyeshifenxunmeng，yejichuangxiaxingao，youci，yamafenshifounengchengweixiayige“fila”，weiantajituanchixuzaoxue，beishoushichangguanzhu。

antashougoufilayianyizhiyilaibeishizuoshijiaokeshubancunzai。zaibeiantashougouzhihou，filacong2009niandekuisunyilunifengfanpan，zhijinyingshouyijingchuangxialebaiyiyuan。filaershijinianlaifazhanxunmeng，zhujianchengweiantahexinyewumokuai，2023nianshangbannianfilashourudadao122.29yiyuan，shouruzhanbigaoda41.3%。

danfilaheyamafendequbiezaiyu，antajinshifiladezhongguoqujingyingxiaoshouquan，erantaxuyaoweiyamafenzhenggeguojipinpaiyunyingfuze。

yamafendeshangshi，shiantazaiquanqiuhuazhanlveshangzhongyaodeyibu。

2023nian,antazaiqizhaokaideyi“duopinpaixietongyujiazhi”weizhutidequanqiutouzizhedahuishangfabuleweilaisannianfazhanguihua,bingbiaoshiweilaisannian,yamafenjituanjiangjixuqianghuazhongguo、beimei、ouzhousandashichang,tuijinwuge“10yiouyuan”zhanlve,hexinpinpaizaigezixifenlingyujianliquanqiulingxiandiwei。

yamafenzhaitaigaozhuchengweileqikuisundezhuyaoyuanyin。2021nianzhi2023niansanjidu，yamafencaiwuchengbenfenbiegaoda2.77yimeiyuan、2.33yimeiyuanyiji2.92yimeiyuan，jihuyuqilirunchiping。

jiangdifuzhaibeikanzuoshiyamafenipodeshouyaoyuanyin。zaiyamafenipozuijingengxindewenjianxianshi，yamafentiyujihuajiangcicifaxingkuanxiangjingeyongyuchanghaixianyougudongdaikuan、liangbiheyinggongsidaikuanhegongtongtouzidaikuandequanbuweichanghaijiekuan，yijixunhuandaikuandebufenweichanghaijiekuan。

jiezhi2023nian9yue30ri，yamafentiyudezongfuzhaigaodajin70yimeiyuan，qizhongyinianneixuchanghaidedadao7.73yimeiyuan。

zaiantashougouyamafenzhiqian，yamafendefuzhailvwei68.31%，zaizuixinzhaogushuzhongxianshi，dangqianyamafendefuzhailvgaoda99.9%。zaiyamafenxinzengdefuzhaizhong，dabufenjunweifeilaiziyuguanlianfanghejinrongjigou，antacaituandaikuandayue40yi，shangshihouzhuanweiquanyi，jinrongjigoudaikuan17.84yi，zheixiedoushiyouxidaikuan。

1yue22ri，shizuniaomugongsiyamafentiyuzaiguanwangxuanbuqidongshoucigongkaimugu，faxing1yiguputonggu，muqianyujishoucigongkaimugujiageweimeigu16meiyuanzhi18meiyuan，yiweizherongziguimozuigaoda18yimeiyuan。

shangshihaizhaihou，wuzhaiyishenqingdeyamafenjiangyouwangshixianniukuiweiying，zhangqilaikan，leguandeyidianshi，zhongguoshichanghuwaitiyuchaoliuhuazengzhangqushizhengzaijiasu，danyinyouyecunzai，yamafenzaizhaogushuzhongtijilezheiyidian，weilaixiaofeizheduiyundongzhuangbeihefanghuzhuangbeidepianhaoyekenengfashengbianhua，duimouxieyundonghehuwaihuodongdexingqukenengsuizheshijiandetuiyierjianruo。ruguowufayupanbuduanbianhuadequshi，gongsichanpinxiaoshoujiangshouchongji。yinci，liujiyamafendetiaozhanshi，nengfouchixuwajueyewuzengzhangliangdian。